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Industry News

BEANSTALK CHOICES MDL FOR BAILEYS AND GUINNESS

22 Jan - 2020

Italian Licensing agency MDL enters strategic partnership with Leading Global Brand Extension Agency to manage Baileys and Guinness licensing programmes in Italy

Maurizio Distefano Licensing (MDL) has been appointed by Beanstalk, the global licensing agency behind some of the most famous brand extensions in the world, to manage the licensing programs for BAILEYS and GUINNESS (owned by Diageo) for the Italian market.

MDL shares Beanstalk’s philosophy that a successful licensing programme requires a strategic approach consistent with a brand’s unique positioning, and will be leveraging their specific knowledge of the Italian market to grow the Diageo brands.

We are thrilled to have the opportunity to work with Beanstalk and look forward to growing the licensing footprint for BAILEYS and GUINNESS in the Italian market” said Maurizio Distefano, President of Maurizio Distefano Licensing. “Strategic brand extension through licensed products is among the most authentic and credible forms of communication, opening up further opportunities for consumers to experience the brand in fresh and attractive ways. In particular, BAILEYS and GUINNESS offer multiple possibilities to create products suitable for the Italian market in categories such as Food & Beverage, Apparel and Gift & Novelties.

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